Paris-based creative agency, “Peoplewelike”, breaks the first pan-European campaign for Le Coq Sportif: ‘Smile, c’est du Sport’ (‘Smile, it’s Sport’). The new communication campaign is the largest investment in advertising for the brand since 2005 and marks its serious return to sports. ‘Smile, c’est du Sport’ celebrates the pleasure of sharing in the great emotions of living and breathing sports performance. The central creative idea reaches back to the roots of Le Coq brand and captures moments that make sports news.